e.l.f. Debuts Influencer-Designed “Modern Metals” Collection
OAKLAND, Calif.--(BUSINESS WIRE)--Sep 26, 2018--e.l.f. Beauty (NYSE:ELF) today announced the launch of “Modern Metals,” a new collection designed in collaboration with five micro influencers from the Company’s Beautyscape event held in New Orleans earlier this year.
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The winning team of influencers in e.l.f.’s headquarters, finalizing the Modern Metals products. (Photo: Business Wire)
e.l.f. hosted 20 up-and-coming influencers in New Orleans, where they were given a chance to land the ultimate career-making opportunity, a product collaboration with e.l.f. Beauty. Four influencer groups were created to participate in the competition, culminating in an exciting presentation of ideas to a panel of industry leaders. The winning team, comprised of Leslie Alvarado, Yuri Antillon, Kathlyn Celeste, Irash Javed, and Mia Randria, was selected for their “Modern Metals” product line proposal.
“Inspired by the metal textures and edgy street styles of New Orleans, the Modern Metals collection brings to life the winning team’s take on the Big Easy,” said Tarang Amin, Chairman and Chief Executive Officer of e.l.f. Beauty. “The collection taps into the knowledge of talented influencers who have a pulse on consumer demand, and we’re thrilled to bring this Beautyscape collection to market, as we continue to make investments behind our brand and community.”
Throughout the year, e.l.f. hosts various Beautyscape activations, where beauty enthusiasts in e.l.f.’s community and influencers of all sizes come together to support each other, learn, inspire, and celebrate their love of beauty. The initiatives allow e.l.f. to drive affinity, differentiate its relationships and nurture the next generation of digital beauty influencers, by providing access to industry experts, new product innovations, coveted networking experiences and opportunities to learn valued business skills.
“Our community is at the epicenter of everything we do and our Beautyscape events really bring our mission full circle,” said Gayitri Budhraja, Vice President, Brand. “By co-developing a product collection, we were able to further support this important community in an authentic way, while offering new products our consumers have asked for and love.”
The Modern Metals formulas and packaging design reflect the colors found throughout New Orleans. Inclusive of an eyeshadow palette, blush + highlighter palette, liquid matte lipstick and lip gloss, the collection features curated shades that range from luminous to matte and bold to neutral, developed to compliment a variety of skin tones. Formulated with e.l.f.’s values of affordable luxury products that are 100% cruelty-free and vegan, the collection for eyes, lips and face ranges from $6-$12.
The Modern Metals collection is now available at e.l.f. Cosmetics stores and on elfcosmetics.com. The collection will launch on Ulta.com on September 28 and in Ulta stores next month.
About e.l.f. Beauty
e.l.f. makes luxurious beauty accessible for all. Established in 2004 as an e-commerce business ( www.elfcosmetics.com ), e.l.f. has become a true multi-channel brand through its e.l.f. stores and national distribution at Target, Walmart, Ulta Beauty and other leading retailers. As one of the most innovative beauty companies in the United States, e.l.f. engages young, diverse beauty enthusiasts by offering high-quality, prestige-inspired cosmetic and skin care products at extraordinary value.
For more information about e.l.f. Beauty, visit the Company’s website at http://www.elfcosmetics.com.
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CONTACT: ICR, Inc.
Allison Malkin, 203-682-8200
Alecia Pulman, 203-682-8200
KEYWORD: UNITED STATES NORTH AMERICA CALIFORNIA
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SOURCE: e.l.f. Beauty
Copyright Business Wire 2018.
PUB: 09/26/2018 09:00 AM/DISC: 09/26/2018 09:01 AM